During Academic Day, September 1, 2009, incoming freshmen and transfer students in the College of Agriculture, Food and Environmental Sciences (CAFES) were asked to complete a one-page questionnaire designed to find out: (1) how they learned about UW-River Falls as an option for their tertiary education; (2) what factors most influenced their decision to come here; (3) what sorts of contact they had with the University prior to matriculating; and (4) what their current expectations are regarding their time at UW-River Falls (e.g. how committed they are to their declared major, their likelihood of participating in an international experience, etc.). A limited amount of demographic information was also collected. This report summarizes the 289 responses that were returned. As was true when the authors did similar surveys in 2007 and 2008, only slightly more than half (53%) reported that they grew up on a farm and, compared to the university as a whole, relatively few (28%) are the first in their family to attend a university. Word of mouth continues to be a major means of attracting students to CAFES. A subsequent, open-ended question, asked students to identify the sources of information that have influenced their opinions about the quality of programs at UW-River Falls. One-quarter (25%) said that family and friends helped form their opinions of CAFES' programs, and nearly another quarter (24%) said that talking to current students and alumni of the university influenced their opinions. Eighteen percent of students cited information gleaned from the internet, and another 18% said their teachers and guidance counselors were influential. The results of this survey indicate that UW-River Falls was the first choice of colleges for most of the incoming class; 87% agreed or strongly agreed that this was true. Further, at least at the beginning of this semester, three-quarters agreed or strongly agreed that they would stick to their declared major. These two factors may help the University retain a higher than average proportion of these students. New CAFES Student Survey, Fall 2009 is appended. (Contains 2 figures and 5 tables.)